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The Social Media Newsroom- An evolution of the online newsroom

The importance of social media in society has certainly changed the nature of PR.  The growing popularity of these sites has shifted where and how news and content is distributed among companies.  First, the online newsroom was a place where journalists could have access to press releases, biographies, and links to a company’s social media tools.  With the implementation of corporate social media strategies comes the new development of the social media newsroom (SMNR).

The idea of the SMNR aligns with the high usage of the social media press release.  The traditional press release is changing; content is not simply viewed through the single website of one corporation.  Readers view feeds from Twitter, Facebook, Digg, and others.  Since journalists are expected to now find content this way, companies must make shifts to organize the information

In 2008, Deltina Hay’s post “Social Media Newsrooms: The Ultimate Web 2.0 Tool for Your Business” understood the need for this new development.  She notes the real advantage of using interaction with social sites.  Technorati, Digg, are ways to utilize social bookmarking and RSS feeds.  Still true in 2010, Social Media Strategist Sally Falkow explains that PR professionals need to see this change, and present their information in a clear concise manner for journalists.  She suggests certain criteria to what include on the newsroom.

  • Links to social content
  • Everything should be in social media format
  • Multimedia
  • Use Search Engine Optimization
  • RSS feeds
  • Provide embedding codes on content for journalists and bloggers

Sites like Press-feed offer services to companies on how to create their own online newsroom.  While they still offer the traditional newsroom format, the premium SMNR offers the most features for content uploading.  It makes it simple to upload a social media news release, and works with social media sites like Twitter to pull feeds on the site.  Here is an example of what a SMNR could look like.

SMNRs have proven to be useful for journalists, by making content easily printable and already uploaded.  The Reputationobserver Blog see these sites all you need for effective news coverage.  Since they are relatively new in development, there is a lack of hard research to prove the sites successful.  However, bloggers and PR strategist agree that the tools in SMNRs help journalists do their job.  The technology will continue to be used more as the direction of PR tends to lean toward social media.


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Twitter: Lazy News or Help to Journalists?

For journalists, the implications of Twitter have revolutionized a lot about the field.  The timeliness of the news cycle has become narrower as news can travel within seconds of the event.  This poses both new challenges and advantages for journalists; who can use Twitter to cover stories as they happen.

News organizations are highly utilizing Twitter as a outlet for information.  In Lauren Oliver’s post on the 100 Most Influential News Media Accounts, she notes the Wall Street Journal, BBC’s Breaking News, ESPN, and The New York Times are all within the top 25.  These accounts also hold a large number of Twitter followers.  CNN’s Breaking News account has well over 3 million followers.  However, she also adds that it is the quality of the posts, not the followers, which lead an account’s real influence.

CNN's Breaking News Twitter Page


Twitter can be a help to journalists, who follow a news site to stay constantly updated with the news of the moment.  Since Twitter does not have any real predecessors, it contains different approaches to how journalists look at it. Jeremy Porter’s post “How to Build a Better Online Newsroom“, highlights the close relations of Twitter as a main media source, and the closeness of journalists to the site.  He also claims a company’s Twitter accountant should always be linked on the online newsroom for easy access.

Another way Twitter can serve as a tool for journalists is through posts to press releases.  Journalists use press releases for story ideas and information.  This site has changed the normal functions of a press release, by creating free content for users.  “Distributing Your Press Release By Using Twitter” describes the press releases as the same PR ideas, just condensed to 140 characters.

With every new technology, there are always skeptics unsure of the real influence of the medium.  Kate Day questions whether these briefs snippets are decreases the quality of journalism.  Organizations are losing control over their content, since Twitter allows citizens to upload and post material.  She concludes in her post the importance of an open media.  The Internet opens door for every news outlet, and it is true this shift may create a more informed society.

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Introduction to Online Newsrooms

Online newsrooms have developed as another outlet for a company’s online communication.  The resource mostly on a company’s main site, and is a way for journalists to sort through and check up on media outlets of a company.  It serves as an organized point to access information.  Companies like Microsoft have an interactive page, complete with links to corporate blogs, video/podcasts, press releases, and financial reports.  This makes it very easy for journalists to have a centralized access point in order to research and report on company activities.

There are criteria to what good online newsrooms should include.  Although companies are different, the services they provide to journalists are very consistent.  In this video, Pete Codella of Codella Marketing explains the list of what an online newsroom needs to include.  He takes note of the list of basic contents:

  • Contact Info
  • Press Releases
  • Press Kits
  • Executive Bios
  • Links

There are additional trends companies follow.  According to Bill Stoller of adds that companies either have the newsroom accessible on their main site, or as a separate page.  An example is Microsoft’s easily accessible as a link at the bottom of the page.  Stoller also suggests not making journalists sign in to the information, as it makes it difficult on their already hard job.  The interesting part about the lack of user log-in is that the information is not only available to journalists, but by anyone with a computer.  The everyday user of the web has access to this plethora of information.  Talk about transparency!  This offers to perhaps even change the nature of journalists; they do not need to be employed by a media corporation to have inside access to write a good story.  In fact, almost any of us could do it along with other research.

On the contrary, Stoller does note the traditional press kit isn’t dead.  This is true with most forms of the media we learned about; there are always people who prefer to go the old school way.  They may not be laggards, but instead those who like to keep their credibility consistent with the old way of doing things.  Still, it looks like newsrooms play a large role in today’s journalism.  Just like corporate blogs, it is important to see who does it right.  Microsoft, Google, and Crayola are example of those companies that have taken the initiative to get ahead.



The topic I decided to research and blog about is Online Newsrooms. I chose it because I am interested in the changing nature of the news, and have never visited a online newsroom. It will be interesting to find out how one functions. Another idea I have on the topic is the overall changing of the nature of journalism. With new online technologies, journalists have certainly changed from traditional formats. One idea I have for a blog post or research topic is how Twitter affects news timeliness. News segments are becoming shorter and quicker, a large change from once lengthy articles. It will be interesting to research what new technologies reports are using and which traditional forms they are sticking with.

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Just signed into the blog! See everyone tomorrow to pick groups 🙂

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